Every Jan. 1, thousands of people dive into the frigid ocean to mark a new year. In Brigantine, what began as a small New Year’s Day tradition among friends has grown into one of the island’s largest annual events — raising millions for veterans and drawing thousands to the beach in the heart of winter.
The Brigantine Polar Bear Plunge will return this year to the 16th and 17th Street beaches, marking its 26th year of icy swims, community celebration and fundraising for Fisher House, a nonprofit that provides free housing to families of veterans receiving medical care.
Last year, about 6,000 people participated, and the crowd continues to grow each year, said Tricia Cosgrove, the event’s planner.
Unlike many polar plunges that are launched by established charities, Brigantine’s event started organically and the organization’s sole mission is hosting the plunge.
Twenty-six years ago, roughly 25 patrons of the now-closed Rod & Reel bar decided to jump into the Atlantic Ocean on New Year’s Day. The tradition grew year after year, eventually forming what is now known as the Brigantine Polar Bears.
As the event expanded, organizers decided to attach a charitable mission. Given Brigantine’s strong ties to veterans, the group searched for a veterans-focused nonprofit and ultimately chose Fisher House, which Cosgrove said stood out because of how donations are used.
“Fisher House stood out because 97% of the money they raise goes directly to veterans,” Cosgrove told Shore Local in a December 2024 interview.
Fundraising happens primarily through sponsorships and merchandise sales, known as “BearWear.” The back of the annual plunge shirt features the names of about 200 sponsors, all of whom donate directly to Fisher House.
She said the event typically raises about $80,000 each year — $50,000 from sponsors and about $30,000 from merchandise sales. In the past 26 years, it’s raised $1.2 million.
This year’s plunge carries added significance, as Fisher House celebrates the construction of its 100th house. The event also coincides with the 100th anniversary of Brigantine’s police, fire, lifeguards and public works departments. Cosgrove said those groups will be recognized during the event with awards presented by Fisher House’s President Dave Coker and Brigantine’s Mayor Vince Sera.
“They put the beach together. They [build] the 240-foot platform,” she said. “The lifeguards come, the firemen come, and the police come, and they always come.”
Festivities begin at 10 a.m. with music, food vendors and merchandise sales. A veterans ceremony takes place at 11 a.m., followed by a costume parade and the plunge itself at noon.
The Brigantine Polar Bear Plunge is free to attend and open to the public. Participants must sign a waiver, but Cosgrove said the event welcomes everyone — from longtime plungers to first-timers — all united by the cold water and a common cause.
